I've actually seen a lot of successful twitter campaigns. Barack Obama has had a few good runs during the campaign (with #forward2012) and recently with #my2k to push his side of the fiscal cliff issue.
Any twitter campaign will have participants who try to hijack the campaign for the opposing view. However, Obama has a strong enough base (I mean, ~50% of voters cast a ballet for him, and he does have a stronger hold on the younger, more-likely-to-tweet demographic) participating to drown out the hijackers.
The problem with this Windows campaign (I mean, besides that they tried the exact same thing before and failed) is that they specifically preclude their most devout supporters from participating. Anyone who is a die-hard Windows Phone fan has probably switched to WP when it was first available, and some probably have never touched android (I mean, they might have held onto Windows CE - anybody remember that? - until the first WP came out). In addition, anyone already using the latest WP hardware has no reason to tweet in order to win a free phone they already own.
So given this situation where MS's strong supporters have no content or reason to tweet, guess who rises up to fill the dead space? This campaign failed because it was designed to fail.
Any twitter campaign will have participants who try to hijack the campaign for the opposing view. However, Obama has a strong enough base (I mean, ~50% of voters cast a ballet for him, and he does have a stronger hold on the younger, more-likely-to-tweet demographic) participating to drown out the hijackers.
The problem with this Windows campaign (I mean, besides that they tried the exact same thing before and failed) is that they specifically preclude their most devout supporters from participating. Anyone who is a die-hard Windows Phone fan has probably switched to WP when it was first available, and some probably have never touched android (I mean, they might have held onto Windows CE - anybody remember that? - until the first WP came out). In addition, anyone already using the latest WP hardware has no reason to tweet in order to win a free phone they already own.
So given this situation where MS's strong supporters have no content or reason to tweet, guess who rises up to fill the dead space? This campaign failed because it was designed to fail.